Online CSR Communication. Comparative study between Romanian and Swedish SMEs

Purpose - This paper aims to compare the online CSR communication of the Romanian and Swedish SMEs and to identify the benefits provided by this type of communication. Methodology/approach - The data were collected from the SMEs websites, so to investigate the style of presentation, the nature and extent of information on CSR programs. The firms were chosen randomly from a database provided by the Chamber of Commerce and Industry ClujNapoca and Umea Universitet. Findings - The number of SMEs that post CSR communication on their website is low in Romania (27%), but higher in Sweden (61%). The Romanian SMEs do not use the potential of their websites, while the Swedish SMEs show greater interest in communicating their CSR programs. Research limitations/implications - The sample investigated makes difficult to generalize the results, but they are in coherence with the results of similar studies. Practical implications - The study provides insights and basic principles for better usage of the web, online CSR activities that organizations may find interesting and hints to improve websites for a better style and image of good citizenship. Originality/value - The paper explores the current situation of online CSR communication both in Romania and Sweden. It shows that even the SMEs are increasingly concerned with communicating ethically and responsibly to the diversity of stakeholders through the web.